As a publisher, marketer or writer, how do you feel when you have to extract content out of a subject-matter expert? Does it make you have the sudden urge to clean your toilet or maybe just sit on the couch in the fetal position? If so, then what I’m about to tell you will offer some relief.
Solving marketers’ biggest problem: How to create engaging content
It’s no secret that finding ways to save time on content creation is a big priority for many businesses. The challenge for marketers and publishers is not only about speeding up the process though. It’s about producing content that is authoritative and compelling enough to gain the attention and trust of consumers.
The truth is, to create content that gains consumers’ trust, there’s a need to work in partnership with companies and that’s often the sticking point.
Marketers are reluctant to relinquish control over editorial and even when there is partnership and collaboration, the typical process for extracting expertise out of companies is incredibly frustrating, time-consuming and expensive.
A marketer or writer will often tackle this problem by interviewing subject-matter experts and creating a variety of content from that interview. However, more often than not, the end result is a watered-down, sanitized version of the interviewee’s expertise, experience, and opinions. This is not the kind of content that evokes a connection with audiences.
I wanted to tackle this problem head-on, and that lead to the creation of Writally’s Minimum Viable Product initially targeted at SMEs. However, what we discovered is that many SME users didn’t know what kind of blog posts they needed, and got stuck.
Marketers and publishers (media sites and bloggers), on the other hand, were very comfortable with selecting blog post types for topics and were the most likely to reuse it again and again but the feedback we’ve had has indicated marketers and publishers want to white label the content recipe wizard and the content recipes themselves.
So, that’s what we are working towards and I’m happy to announce we are launching a licensing program for B2B marketers and media companies called Powered by Writally.
Benefits of Powered by Writally
If you’re wondering how Powered by Writally could be useful to you or your marketing team, below I cover the key benefits.
#1 Raise the bar on contributed content
Writally enables your contributing writers to write more engaging, authentic and higher quality blog posts and articles. The structural frameworks provided in each content recipe guide the writer in terms of writing for the intended readers, writing in the desired tone and voice and writing to a logical and ordered structure. This prevents writers from waffling on about the things that fascinate them but have no relevance to the reader.
#2 Eliminate frustration and time around extracting contributed content
Subject-matter experts may be more comfortable writing technical documents, reports or academic papers than writing marketing content and so, extracting content out of them can be frustrating and time-consuming. I’ve been a writer for more than 25 years and I find using the content recipes incredibly helpful when communicating with clients who are engineers, medical professionals, lawyers, accountants and the like.
To give you an example, one of the writing clients I’ve worked with recently is an engineer. We’ve been curating Writally content recipes for her topics and she uses them to write her blog posts in her own words. She then sends us her finished draft and we polish it ready for publishing. Our client loves the fact she has a structure to work with and her writing improves with every post (English is not her first language).
#3 Increase profit margins (agencies) and decrease content creation costs (internal marketers)
Many agencies and marketing departments allocate 1 day per quality long-form blog post. If you have an experienced writer on $2000 per week that equals $450 per blog post. If you don’t spend as much time re-writing and editing your client content, you can turn around twice the amount of high-end content in that time (including interviews, research etc). We’ve proven that using Writally content recipes reduces content creation time by 50% without negatively impacting on quality (in fact, quite the opposite).
You may want to pass on the cost savings to clients or you may want to charge the same rates you normally do, using Writally as your secret weapon. That’s up to you. We prefer to pass on the savings as publishing is expensive for clients.
#4 Your clients internal thought-leaders will be mobilized
There is a clear trend emerging towards the internal influencer and smart marketers will foster this so that their clients will enjoy a higher return on investment from their content marketing. Companies that encourage their employees and internal thought-leaders to contribute marketing content enjoy higher organic reach and engagement on their content. Fujitsu is a classic example, also Netflix.
I am an experienced writer but I’m not a deep domain expert in engineering. For a blog post about benefits of monitoring solar power to stand out from the 2000 or so articles on solar power published each day, I need a subject-matter expert to share their deeper insights. Using Writally Content Recipes facilitates this because it enables companies to mobilize their internal experts as thought-leaders.
Where we’re heading
In the future, we envisage automating the content recipe creation and enabling users to recreate their blog posts in multiple formats at the click of a button. Because our platform is based on unique structural components we’ve painstakingly researched and developed, we have laid the foundations for this from the very beginning. Imagine the time it will save you to be able to press a button and have social media posts, media releases, and video scripts done in a matter of seconds… and in your/your client’s authentic voice.
Join the waitlist
Powered by Writally has the potential to make a massive difference to how you and your contributors create content, minimizing frustration, time and unnecessary expense for both you and your clients. I invite you to join the wait list for Powered by Writally and work with us to make it work for you.